Redirect

When used in reference to online advertising, one server assigning an ad-serving or ad-targeting
function to another server, often operated by a third company. For instance, a Web publisher's ad
management server might re-direct to a third-party hired by an advertiser to distribute its ads to
target customers; and then another re-direct to a "rich media" provider might also occur if
streaming video were involved before the ad is finally delivered to the consumer. In some cases,
the process of re-directs can produce latency. See ad serving and latency.